It’s time to sum up the results of 2017 for Dodo Pizza. The main point: we haven’t made it.

In the beginning of 2017, we publicly set an ambitious goal: end the year with 400 pizza shops in the chain. This number looked insane and fantastic, but we did the math and came up with a solid plan that made it look doable.

We have always been setting challenging goals to hit in order to push ourselves out of our comfort zone and come up with unconventional solutions. We’ve worked hard. We’ve done probably everything we could. But we didn’t succeed.

Let’s admit it: we chickened out. Two years ago, our team came up with a business model for Dodo Pizza that awed us. We aimed to offer a much better product for delivery, but for the same price people usually pay. Just before the launch, we pulled the plug and raised our prices. Now, with opening a new pizzeria in Southaven, we’re giving our old spunky idea a second chance.

Everyone thought the idea was as genius as it was simple. We all believed in our product and expected that after trying our pizza, nobody could fight the temptation to order and devour it again. So half a year ago, we threw our cap over the mill and offered a free pizza to literally each Oxonian who had never ordered from Dodo Pizza before.